Day 18: Using PR/FAQ to Translate Tech Work into Product Value
Be Better Engineering Leader, a 30 Days Series
This is the fourth week of a series of daily lessons on how to Be a Better Engineering Leader. I recommend spending up to an hour on each lesson to gain insights into Product, Technology, and People—areas critical for every Engineering Manager.
A critical skill for engineering leaders is the ability to translate technical work into clear business and product value.
One of the effective ways to do this is through Amazon’s “Working Backwards” approach, using a PR/FAQ document. This method helps bridge the gap between engineering and product teams by framing technical initiatives in a way that is accessible and compelling to all stakeholders.
What is the PR/FAQ?
The PR/FAQ (Press Release / Frequently Asked Questions) is a concise, customer-focused document that describes the future state of a product as if it were already launched. This storytelling technique helps align all stakeholders around a clear vision and the expected outcomes, making it easier to communicate the value of technical work.
Why Use PR/FAQ?
For engineering leaders, PR/FAQ documents are a powerful tool to justify technical projects that might not have obvious product value at first glance. They provide a structured way to answer critical questions such as:
What problem does this technical initiative solve?
How does it benefit customers or the organization?
What are the measurable outcomes we aim to achieve?
This exercise not only clarifies the purpose of the project for non-technical stakeholders but also helps you, as the leader, to critically evaluate and refine the initiative before seeking broader support.
Example Projects
If you need inspiration for what project you could use PR/FAQ document, here are the examples:
Moving CI/CD solutions from local servers to the cloud.
Migrating a web app to micro frontends architecture.
Building an in-house Design System solution.
Implementing the foundation for observability practices (SLI/SLO definition, monitoring, and alerting).
Migrating an app from one language to another.
Introducing QA-Shift Left to the organization.
Action Point: Write Your Own PR/FAQ
Select a Project:
Choose one technical project from your current backlog or tech debt list. Follow the steps below to create a PR/FAQ document that clearly articulates its value:
Use the PR/FAQ Template (link to the template in Extra Resources below):
Heading: Create a headline that succinctly describes the project in customer-focused language.
Subheading: A one-liner summarizing the benefit to customers or stakeholders.
Summary Paragraph: Briefly describe the project, its purpose, and its benefits.
Problem Paragraph: Define the problem this project solves from a customer or business perspective.
Solution Paragraph: Explain how your project addresses the problem and what the final outcome will be.
Getting Started: Outline how customers or teams will begin using or benefiting from the project.
Quotes: Include at least two quotes (one internal, one external) that reflect the value of the project.
FAQ: Address potential questions stakeholders might have about the project.
Hold a Review Meeting:
Present the PR/FAQ to your team and key stakeholders.
Collect feedback, refine the document, and ensure everyone is aligned on the project's goals and value.
Extra Resources
Premium article with templates and example PR/FAQ document: Working Backwards: Creating Effective PR/FAQ Documents.
Working Backwards book by Bill Carr and Colin Bryar.
PR/FAQ template as:
Writing a PR/FAQ is a practical way to translate complex technical efforts into clear product value. It can transform the way you communicate with stakeholders and lead your team. Take the time to craft these documents, and you'll find the process itself is invaluable for refining and validating your ideas.
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